private insurance companies now, the first company that was doing this with aig and in the midst of the california wildfires six years ago, for the first time you saw private firefighters showing up at people's homes, spraying them with fire retardant, so when the fire came this mansion would be standing and the next one might burn to the ground. this is extraordinary because we would tend to think of fire fighting, this is definitely a public good and definitely something that people get equally and now we're finding that even -- there's even a two-tiering of protection from wildfires. >> if there was even a short-lived airline in florida, i read about, that offered five-star evacuation service in the events of hurricane. >> yea, after hurricane katrina a company in florida saw a market opportunity and they decided to offer a charter airline that would turn your hurricane into a luxury vacation. that was actually the slogan. they would let you know a hurricane was headed to your area. they would pick you up in a limousine and drive you to the airport and they would make you five-star hotel reserv